Retailers today are torn between two very different loyalty strategies when it comes to the medium with which they reward customers
The App-First Approach – customers download an app, create an account, and dive into loyalty rewards, offers, and online shopping.
The Wallet-Pass Approach – customers skip the app and simply add a smart pass to Apple or Google Wallet for in-store rewards.
At first glance, both seem viable. But the real question is: which one actually drives loyalty and repeat business?
| App-Based Loyalty | Apple/Google Wallet Pass | |
|---|---|---|
| Onboarding | Customers download your app and set up an account. | One tap adds the pass to their phone. |
| Customer Engagement | Rich notifications, personalised offers, in-app messaging. | Limited—mainly email, if data is collected. |
| Functionality | Online ordering, loyalty points conversion, and advanced features. | In-store rewards only, no online transactions. |
| Customer Effort | Requires storage space and occasional logins (Face ID, etc.). | No app fatigue—always just a tap away. |
| Loyalty Depth | Supports complex programs and ongoing engagement. | Great for speed and convenience but limited in scope. |
Customers love the simplicity of wallet passes. No app to download, no password to remember, just quick and seamless in-store interactions.
Merchants need depth—a way to not just reward, but also connect, upsell, and bring customers back again and again. That’s something a pass alone can’t deliver.
So, what’s the right move?
The smartest brands don’t pick sides. They do both.
Why settle for “either-or” when you can have your cake and eat it too?
The most successful loyalty strategies combine apps and wallet passes:
The Wallet Pass: instant, frictionless loyalty in-store.
The App: a hub for offers, order history, online shopping, and deeper brand interaction.
This way, customers choose the experience that suits them in the moment—while you keep them engaged, connected, and coming back for more.
With LoyLap, every customer gets both options automatically:
A branded Apple or Google Wallet pass for speed and ease.
A full-featured app for rich loyalty experiences and online convenience.
The result? Higher adoption, stronger engagement, and more repeat sales.
Interested in learning more about an App or Apple/Google Wallet passes for your business? Get in touch today, and we'd be happy to have the conversation.